Chapter 15: Fast Food Consumer Shifts: Analysing Trends and Solutions

As the popularity and accessibility of fast food increases, companies such as McDonalds are facing more and more criticism around unhealthy ingredients with higher quantities of salt, sugar and fat which have been linked to health complications like obesity, heart problems, cancer and even death. In an increasingly competitive environment and awareness of health issues among consumers, fast food chains must adapt to remain viable. Factors affecting consumer behaviour include price, online trends and apps, income and financial incentives, distance to the outlet, marketing, social influences, menu arrangement, demographics, quality and consumer patterns. Possible solutions to the pressing criticism include fast food companies reclaiming the narrative through healthy eating promotions and education, the use of the UK government-backed traffic light system for food labelling and the development and use of alternative proteins.